Rising to the challenge: data driven insights deliver exceptional performance.

Industry
Banking
Market
B2C
Country
New Zealand

Kiwi Wealth are a New Zealand owned and operated wealth and investment organisation helping Kiwis to grow their wealth and enjoy their future. They operate in an increasingly competitive and cluttered space – the KiwiSaver market.

They asked us to quickly conceptualise, build and manage a creative campaign to drive tangible results – KiwiSaver applications.

With 2.9 million Kiwis already in a KiwiSaver scheme, driving applications is no mean feat, especially when the application process is perceived as cumbersome and time consuming.  

Our challenge: how could we drive Kiwis to switch KiwiSaver provider during their summer holiday break?

At a glance

49.13%

increase in KiwiSaver applications

5.26%

increase in application completions

36,390

website sessions from campaign channels

The campaign

It was an ambitious goal to launch the campaign in December. The New Year was fast approaching, and advertising channels were noisy with sales and promotions – we needed to cut through with effective visual creative and messaging.

Reason's approach was centred around “finding the best fuel for the flame” – we sought to find a message that best drove action and tested multiple messaging & creative themes across a range of channels, moving our budget fluidly based on performance as we learned.  

We uncovered some common misconceptions in the market: consumer belief was that changing KiwiSaver providers was difficult and confusing and we found there was confusion around fees versus returns.

Our messaging strategy: To shift the conversation from being about “how much” towards “how much more”.

Audience
Impressions
Ad click rate
Ad clicks
Clicks to site
Click to site %
18-34
107,715
5.51%
5,936
560
9.43%
35-44
82,162
7.29%
5,990
735
12.27%
45-54
69,280
11.94%
8,274
996
12.04%
55-64
54,468
16.63%
9,059
1,046
11.55%
65+
58,901
23.40%
13,785
1,656
12.01%
Broad travel interest
134,680
9.81%
13,207
1,433
10.85%

Campaign ideation & creative management:

Reason partnered with a local creative agency to build out messaging themes and creative treatments.

We landed on three key themes for testing, three landing pages, and a plethora of creative variants to test.

To ensure thorough and accurate testing, we also built a creative testing framework for our digital channels.

Cross-channel, aligned creative – with a lot of testing:

We ran ads across four digital channels: Facebook & Instagram,  Display (Programmatic), Gmail, and Native (via Outbrain).

We also ran relevant Paid Search keywords and ads simultaneously, to pick up any uplift in search volume from our above the line channels and drive them to the site.

Creative, landing pages and budget were rotated throughout the campaign to shift the performance dial, ensuring spend was  maximised in the areas that were  performing best.

Innovative performance content:

To take the campaign to the next level, we ran performance-content in the form of an Online Quiz.

We utilised Influencer Marketing and Radio to drive quiz completions and leads.  

This added an innovative element to the campaign whilst driving significant consideration of the Kiwi Wealth brand, their KiwiSaver offering as well as generating valuable leads.

The results

Tangible performance:

Through collaboration and quality creative, we were able to help Kiwi Wealth cut through in a crowded market, delivering the following results:

Channel
Passport application starts
Media investment
Cost per new application
Gmail
172
$4,491.72
$26.11
Display
92
$4,452.58
$48.40
Total
264
$8,944.30
$33.88
Paid social and search
provided exceptional performance
Display and native
drove a lift in traffic and search volume (shown by decrease in organic/direct traffic when display was paused)
49.13%
increase in KiwiSaver applications
5.26%
increase in application completions
36,390
website sessions from campaign channels
7.40
increase in new users year on year
2,000
quiz engagements
81%
quiz completion rate
26%
opt-in rate for email nurturing

Insights for future use:

Reason were able to deliver meaningful insights on what worked, what didn’t work, and recommend actions for Kiwi Wealth to utilise to drive future performance at a lower level of investment, such as:

  • The best landing page format with the highest conversions rate, proven by testing.  
  • Insights on most the successful themes for driving actions from their audience.
  • Recommendations on channels that performed most effectively from a CPL and CPA perspective.
  • Valuable insight for future campaigns, messaging  and Kiwi Wealth’s wider content strategy.
  • Actionable learnings on ad specs.

Delivering two types of success
In uncovering the most successful fuel for the flame, Reason were not only able to help Kiwi Wealth reach their financial goals, but also provide insights that will streamline future campaigns.  Future Kiwi Wealth campaigns can be developed on a proven strategy, reducing production costs and media spend for the client.

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